In a rather bizarre attempt to sell more pollack Sainsbury’s have renamed it Colin. Apparently people do not want to ask for pollack when they are shopping and many find the name rather ugly. Colin is what the French call the fish once it has been cooked. It is hoped that the name change will make British shoppers choose pollack as an alternative to cod or haddock. Personally I love pollack and often find that it is nicer than cod. It also has the advantage of being slightly cheaper.